5 Ways to Optimize your Walmart Marketplace Presence

February 17, 2017

Marketplaces ChannelAdvisor By ChannelAdvisor

Walmart: It’s one of the biggest and highest-grossing retailers on the planet. And now it’s your biggest e-commerce expansion opportunity — thanks to Walmart Marketplace. With over 80 million unique monthly visitors and 15 million (and counting!) products listed, Walmart is one of the fastest-growing e-commerce platforms that’s showing no signs of stopping.

With that quick rise to fame comes a lot more competition than there used to be. New sellers are being added daily, meaning that it’s up to you to optimize your presence on the marketplace in an effort to gain a leg up on your competition.

Today, we’ll go over five easy ways that you can start optimizing your listings to keep your competitive edge and make sure that your products are getting in front of the right people.


Walmart allows you to use up to 200 characters in a product title and it’d be smart to use as much of that real estate as possible. Key attributes to include in your product titles are: Brand, Size, Defining Quality, Item Name, Style, Color, and Pack Count.

It may seem like a lot, but a quality title will help you in more ways than one. You see, Walmart utilizes titles to help categorize, or “shelve,” your product. Walmart also looks to titles to place your items within their left-hand navigation. A good title will also help you with SEO, meaning that it can help drive traffic to your products from popular search engines.


A clear and properly-sized image makes your product stand out from other sellers sharing your listing.  For zooming functionality, Walmart suggests an image that is 2000 x 2000 pixels at 300 ppi. We also suggest providing as many images as you can for each product, the best practice being to send at least four images for each of your items.  

Product Variations

Creating a good buying experience when selling items that vary within a product group such as clothing size or color can set you apart from your competition. Keeping all of these similar products on the same listing gives the buyer all possible options for that product without having to navigate between multiple pages. It also leads to higher conversion rates compared to sellers who create individual listings.

Additional Data Points

Walmart provides hundreds of attributes within each category that can be sent and displayed on listings.  The attributes are used by their content ranking system to provide the best possible content on each listing. The more data you can supply, the higher you’ll be ranked and the more likely you are to have your content displayed on a shared listing.  


This is the most important piece to focus on when it comes optimizing your Walmart presence. Currently, pricing (including shipping costs) plays a significant role in Buy Box attainment. You can find this information in your ChannelAdvisor Seller Portal. To gain a better more comprehensive view of your catalog we suggest downloading your Inventory Report regularly and creating some Excel functions to check your price versus the Buy Box winners. This is not only a great way to see where you’re stacking up against the competition, but also aids in calling out items that may be mismatched by showing you any prices that may be grossly different from the Buy Box winners.

Lastly, if you have the room to move pricing around, looking into a repricing tool such as our Walmart Repricer is highly suggested. Our tool is optimized to help you win the Buy Box at the highest possible price, with available configurations that help you maintain price parity across your other marketplace offerings. If you’re a ChannelAdvisor customer, you can test out our repricer easily. Just log into our Strategy & Support Center to take it for a test drive.

Following these five guidelines and being diligent about your content and pricing is sure to give you a competitive edge on the fast-growing Walmart Marketplace.

If you’re not selling on Walmart Marketplace yet, you should be! Submit your application directly to Walmart now.

If you’re not quite ready yet, but want to learn more, complete this form and a ChannelAdvisor Sales Representative will help you through the next steps. Don’t miss out!